Arun Excello Homes Pvt. Ltd. operated Ziva, as an “elite active” retirement community carving a premium position for itself. Recently, some of the largest builders in the country had entered the elite market with competing products and were attempting to dent Ziva’s ability to extract a price premium. How could Ziva protect its differentiators and preserve its competitive advantage? Also, Ziva had significant unused land which needed development, and several options were being considered, each with its own payoffs and trade-offs, both from a financial and strategic perspective. Finally, was it a good strategy for Ziva to diversify into the “affordable” retirement community segment at this stage?
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